Ready to Work: Blue-Collar Braddock Goes Hollywood
Braddock, Pa., is the setting for a new Levi's campaign that has stirred some controversy online. Watch the videos, and tell us what you think in the comments section.
If you have 1 minute and 53 seconds to spare today, don’t spend it cultivating your FarmVille ranch or mentally eviscerating an old high school rivals’ Facebook photos.
Instead, spend it watching these videos, shot right here in Braddock by award-winning director John Hillcoat (the man behind The Road and The Proposition).
The video, which is really just an epic commercial for Levis jeans, has stirred a bit of controversy online. Some have skewered Levis, claiming that the “Ready to Work” thesis of the commercial implies that they have operations in Braddock when in fact they don’t.
However, the commercial is just a part of a $2 million investment that Levis made to help rebuild the town, including funding for Braddock’s community center, public library and urban farm.
The project also sheds light on Mayor John Fetterman’s one-man-crusade to reinvent the town. Watch the 6’8”, tattooed, Ivy-league graduate explain his mission below:
So, what do you think of the campaign? Is it a reminder of the kind of “up-by-your-boot-straps” vigor that America needs to rediscover? Or is it a hollow shill for blue jeans made in China?
Let us know in the comments section.
For more videos, visit youtube.com/user/LevisReadyToWork
This article appears in the September 2010 issue of Pittsburgh Magazine
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Reader Comments:
I honestly don't care what Levis intentions are... it is wonderful that they invested in this program. Yes, out-sourcing makes me CRAZY!!----We need to keep jobs in our own borders, but at least this is a start. Of course, Levis wants to promote their product, that's what companies do, but at least they took part of the advertising campaign and put it to a good use.
I'm with the poster above...we threw away so much in this country by outsourcing but that video gave me chills. Makes you feel proud, even proud of a rundown area like braddock that was once great and could be great again
Great job everyone. I am with everyone else - who cares why - Braddock needs the 2M.
My dad is from Braddock and i consider it home myself. I believe the mayor is doing his job, and is trying to preserve the town to the best of his abilities.
BRADDOCK GOT $ 2,000,000 AND THEY CAN USE EVERY BIT OF IT . THE MAYOR IS ONE CHARISMATIC GUY TRYING TO DO HIS BEST FOR THAT TOWN ( FREE-TRADE AND OTHER THINGS LEFT IT FOR DEAD... LONG AGO ). GOOD FOR THE MAYOR AND BRADDOCK .
John Fetterman is Harvard educated .
Why is he living and working in Braddock Pennsylvania ?
Because he is one special MAN .
GOD BLESS HIM .
I wish Levis were made in the USA like many other things but they are not. So I say take the money and run Braddock.
I think it's great Levi's is doing this. Those pics look alot like Sharon,PA where I live and work. Let them spend that Chinese(American) money here, at least we will get some benefit from it.
The higher-end Levi's are still made in the USA.
With "American Made" brands going under, I am so proud to see Levi's commitment to Braddock. It's a start. Hopefully more brands will move in this direction.
Bono's "Africa-made clothes" made in CHINA - http://www.dailymail.co.uk/tvshowbiz/article-1311422/U2-singer-Bonos-African-fashion-line-moves-China.html
American Apparel going bankrupt - http://www.huffingtonpost.com/2010/08/17/american-apparel-bankrupt_1_n_685069.html
Unions killed Braddock.
When you just take and take eventually there is nothing left.